Local search – we’ve all done it. You’re walking down the street and you get hungry. So what do you do? You pull out your phone, and search “sandwiches”. Google Maps then tells you that there’s a deli just two block away, and hey – they’ve got pretty great reviews. Problem solved.
Well, you’re not alone. A recent study tells us that 94% of smartphone users search for local business information on their mobile device, and 90% of those people act on what they find. This offers an incredible opportunity for any business, especially those that rely on walk-in traffic, to advertise to those searchers.
As local search becomes more popular, Google has been working on improving their mobile experience for users, redesigning their local ad formats in Google Maps. Here’s what they’ve changed:
– Search results feature larger, easier to click buttons which show up not only in the map, but in the header as well.
– When a user clicks on a business’ website link, it opens inside Maps, instead of in a browser app helping users keep context without losing access to directions or contact information.
– The new blue hyper-local markers will help show users how close they are to an advertiser’s physical location, and will provide them with distance, directions and contact information.
– Clear and strong calls to actions such as “Get Directions” and “Click to Call”.
Below is an example provided by Google of what the ads will look like.
These changes are all part of Google’s ongoing strategy to provide users with the most relevant search results. While these new designs will not be available for iPhone just yet, they will start rolling out on newer versions of Android phones this week.
Google Maps is just the tip of the mobile advertising iceberg.
Mobile users also use search, browse the web, and use apps giving advertisers the ability to reach them in several areas. While the market for popular keywords on desktop search can be extremely competitive, many advertisers have yet to venture into the world of mobile ads, making the cost of keywords relatively inexpensive. It’s also important to keep in mind that mobile users search differently than those on a desktop, using fewer, more general keywords.
If you haven’t yet thought about mobile ads, you should. Google’s recent redesigns to their mobile ads is a strong indication that they see value in mobile search. Starting now while keyword competition is low is a great strategy. Not only will you be able to minimize your costs, but you’ll be able to increase your exposure and solidify a strong Quality Score.
bv02’s eMarketer Jason Faber is certified in the Google AdWords Certification Program.
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Want to learn more? Check out these articles:
- 5 Quick Tips For Writing Better Mobile Search Ads
- Measure the Success of Your AdWords Campaigns
- Google AdWords Location Targeting: How Does AdWords Geographical Targeting Really Work?